Teaming up
Whataburger lassos Sendero for fashion-forward new rodeo collection
As it continues to celebrate its 75th anniversary, Whataburger has teamed up with yet another Texas fashion brand. The beloved fast food chain has collaborated with Waco’s Sendero Provisions on a new apparel line, continuing its streak of limited-edition drops. At this rate, can an appearance at New York Fashion Week be far behind?
According to a release, the capsule collection “fuses Sendero’s off-Western storytelling with Whataburger’s bold stripes in a mash-up of fashion, folklore, and fries.” Although we’re not entirely sure what “off-Western” means, the hoodies, tees, and hats will undoubtedly be a hit at the 2026 San Antonio Stock Show and Rodeo.

Highlights of the WhataRodeo collection include a long-sleeved pearl snap with signature bright orange embroidery, a t-shirt with a retro, clip art-style cowboy, and a darling day dress that incorporates a cowgirl and the chain’s table tents into a toile design. The burger joint’s iconic A-frame building is also worked into a nifty geometric pattern on another pearl snap.
“For 75 years, Whataburger has been woven into the fabric of Texas culture, and this collaboration lets us celebrate that heritage in a whole new way,” said Rachael Jones, Group Director, CPG & Retail Brand Marketing at Whataburger, via a release. “Teaming up with Sendero is a fun, fashion-forward way to honor our history while riding high into the future.”
The shirts are now available at Whataburger’s online Whatastore, Sendero Provisions, and select retailers nationwide. Prices range from $32 for a trucker hat to $168 for the aforementioned dress. Men’s shirts will set fans back $72-$149.

The WhataRodeo line is one of several brand collabs Whataburger has announced in celebration of its diamond anniversary. Most recently, the company rolled out a tailgate collection with Academy and an activewear line with Burlebo.
With so many Whataburger fashions crowding Texas closets, the restaurant might consider working with Tide on a branded stain stick. On September 30, the Buffalo Ranch chicken strip sandwich will also be back on menus. While delicious, it’s not exactly a friend to crisp whites.







